What is UI, UX, and CX?
UI (User Interface), UX (User Experience), and CX (Customer Experience) are the terms often used interchangeably with different meanings, but they all complement each other and they all work together to create great customer service and experience.
Additionally, each of these aspects of customer experience are also built into the tools and features offered in contact center software and other CX tools.
UI and UX play an important part in the customer onboarding journey and the overall lifecycle of a customer for any product, mobile application, or service.
UI is all about appearance while UX is all about the experience, and aesthetically pleasing UI with a powerful UX results in a successful CX.
In simpler terms, let’s use an analogy of a car, UI is how the car looks, UX is how the car performs and CX is the overall customer experience of a car that includes its looks and performance combined.
In today’s world of digital commerce, everybody wants a quick and easy experience whether it’s surfing the web, using a mobile app, playing a game, or just shopping online.
According to Forrester, customers will pay 4.5 times more if the customer experience is good.
User experience is important. A good CX software directly impacts the customer lifetime value with the business.
What is User Interface (UI)?
UI is the first point of interaction between a user and a brand so it should be included in your overall customer experience (CX) strategy. It covers the visual aspect of a product and the UI design process involves the improvement of the visual presentation including the use of typography, fonts, images, and other visual elements.
To enhance the look and catch the user’s attention a UI designer works with design research, branding, design systems, and brand positioning. Responsiveness, interactivity, and prototyping also come under the domain of UI design.
What is User Experience (UX)?
UX is more about optimizing the product to user satisfaction to enhance their digital experience. Improving usability, accessibility, ease, and enjoyability are the main goals of the UX. It focuses on the elements responsible for smooth user interaction with the product. Speed optimization is one example of enhancing the UX.
According to Dzone a user won't wait more than three seconds for an app to open and they will discard 80 percent of their apps after single use due to an inadequate UX.
A good UX design starts with a strategic plan that ensures the perfect alignment of the business goals. A UX designer tries to build of problem-solving model based on the user data and incorporate the solutions in the architecture and the wireframing. It also involves testing the prototype with the users and analyzing that data to make the product better.
A good UX design is certainly an important quality of customer service, measured by the usability testing and the functionality of your product, app, or website, the final aim is to make it as user-friendly as possible.
Some of the metrics used to measure the UX are:
- Success rate: The percentage of users that completes a specific task or goal that you want them to complete .
- Error rate: Number of times a user makes a mistake to complete a specific task in an app or website.
- Abandonment rate: The percentage of users who give up completing a task.
What is Customer Experience (CX)?
Creating unique customer experiences (CX) is essential to the health and longevity of your company. CX is a combination of the UI and the UX, a more holistic experience that covers the entire journey of the customer with a brand. A better CX helps a brand to gain and retain the customer which increases the brand loyalty of a customer by manifolds.
According to research by American Express, 60 percent of customers will tell friends and family about a brand they're loyal to.
And that is just one example of customer experience and its impact on your company profits. Customer experience professionals are responsible for aligning the business goals of a brand with the needs and wants of the customers. They also make sure that the users enjoy a seamless and positive customer experience digitally or in person.
Some of the key metrics to evaluate the CX are the Churn rate and Customer lifetime value.
- Churn rate: Churn rate is the number of users that leave your product or service over a period of time.
- Customer lifetime value is the total amount spent by the customer over a period of business relationship with your product or service.
A better customer experience leads to a lower churn rate and higher customer lifetime value.
What is the Difference Between CX and UX?
UI is important and a part of UX, which is important and a part of CX. UX and CX are similar yet different. While UI works towards the enhancement of customer satisfaction with a product or service
CX focuses on brand-level satisfaction covering the entire customer journey. CX is a broader concept, that focuses on multiple channels for a brand selling online and in-store as well.
What is CX Service Design?
CX service design is a process that involves the designing and implementation of the interactions throughout the customer’s entire journey. It is arguably the most important part of customer satisfaction. It also takes into consideration behind the scene activities to enable a certain customer experience.
According to Experincelab, a service design is a fully holistic approach that is totally customer-centric and focused on enhancing the end-user experience.
The aim of service design is to maximize customer satisfaction through every journey level. CX and Service design overlaps each other but the only difference is that the Service design goes beyond adding all the stakeholders affecting a customer experience directly or indirectly.
For example, a service design might consider the offline factors as well for a purely online business. Service design is like a blueprint that incorporates all the factors throughout the customer journey. It goes beyond the UX and also takes into consideration values, philosophies, behaviors, motivations, people, infrastructure, and all other material and nonmaterial components in order to ensure the best customer experience.
UI, UX, and CX are different but they complement each other towards a successful product. A good UI/UX design increases customer satisfaction resulting in business growth. It also helps you understand and serve your customer better and increases brand loyalty.
Businesses that provide a better UI, UX, and CX using the customer-centric approach always enjoy a competitive edge in the market.